Overview

InVision Hospitality is an investment, strategy and management company specializing in the hospitality industry. When the company began its operations in 2007 in Bangkok, one of its goals was to establish a portfolio of hotel brands that strategically targeted unfulfilled market niches. One such opportunity was in the area of mid-tier hotels, where there was a need for well done but still budget-conscious brands.

With that niche in mind, InVision came to Keen to devise a brand concept and strategy for a new mid-tier hotel brand that would target travellers looking for the basics of a hotel stay done exceptionally well – and at a great value – yet which would convey a sense of energy and fun that was lacking in the mid-tier brandscape.

Challenge

When GLOW came to Keen, it was little more than an idea for capturing an underserved market segment. Still, there were two very important pieces to the branding puzzle.

First, InVision wanted to make sure that hospitality basics were done well, starting with five key elements: a comfortable bed, a great shower, free breakfast, access to a fitness centre, and free wireless internet. These practical ideas, though a strong foundation for the new venture, themselves carried very little brand appeal. Keen's task was to translate this operational vision into a brand culture that presented GLOW’s solid founding principles in a fresh, exciting, and enticing package.

The second piece related to the scope of the project. Though a location for the first GLOW had recently been acquired in Bangkok, InVision was already looking beyond the borders of Thailand for the next opportunity. In order to compete internationally, GLOW needed to have global appeal, grounded not in local culture but in a more universal feel.

Solution

While creating the GLOW brand, Keen had one driving principle: “budget” does not have to mean "bland." Seeing a "no frills" hotel concept as a strength and not a weakness, it crafted a brand concept that was bright, simple, fun – and highly actionable.

Inspired by the operational vision and outside influences such as the Pop Art movement of Andy Warhol and Roy Lichtenstein, the concept was described through four cultural traits: Colour, Fresh, Confident, and Alive. These traits worked in harmony together to bring zest and personality to the brand without overpromising or compromising on the brand's ideals. With this concept, GLOW was positioned as a brand both desirable and accessible.

From here, a visual identity and tone of voice were developed. Instead of being loaded down by gimmicks, gadgets, and other excesses, GLOW stuck with a bold simplicity – proving that an effective personality need not be expensive and overdone. For instance, the visual identity utilizes bright colours sparingly to create greater impact each time. The bright dragonfruit colour of the logo pops on the black background of the collateral, while the typography remains simple and readable. A snappy tone of voice – as crisp as a fresh carrot snapped in half – complements the visuals and quickly brings the brand to life. As for those original five operational elements, they became icons of the brand – incorporated as attractive touchstones into collateral such as the website and video presentations.

With the brand concept and identity established, GLOW was able to drill down what Keen provided into a consistent message across diverse hotels and locations. The first GLOW opened in Bangkok in June 2009, with the second Bangkok property set to open in 2010. GLOW goes truly international with the opening of hotels in Vietnam, Malaysia, and Singapore very soon – and many more are planned for the future.

www.glowhotels.com